well, you know, we all -- a lot of us work in office environments, and he talks about mondays. today's a monday morning. it's raining here in virginia this morning. that sort of drudgery sometimes of going through the office. this character in the spot named dave has a different kind of take on life, and the transformative moment is the fact that he drives a vw. and when he exposes other people to that experience, it changes their disposition too. so that's really the turning point, if you will, in the spot. >> the ad cost $7.6 million to run it on super bowl sunday. it will be interesting. you have a question? >> i want to be a one person jamaican focus group here. i was born in jamaica. i was wondering, did you testt with any actual jamaicans? although i love you using jimmy cliff, a famous jamaican performer, the jamaican accent had a jar jar binks attitude. and anyone who saw "cool runnings" understands that. >> we talked to several jamaicans, and we had a speech coach to make sure it was authent authentic. we collaborated with jimmy on the spot. we took someone who's a leg